Football icon Lionel Messi is gearing up to introduce his own fragrance brand at Cosmoprof North America, partnering with Game On Product Group for his inaugural scent, slated to hit shelves in 2024.

Messi’s fragrance debut is part of a lineup of diverse brands showcasing at the upcoming Miami show, with many of them being first-timers at Cosmoprof North America.

The move underscores the vibrancy of the celebrity fragrance market, marking a resurgence after a lull following the heyday of icons like Britney Spears and Elizabeth Taylor. Messi’s entry into this domain suggests a renewed interest and enthusiasm from both established and emerging players in the industry.